FUJIFILM Business Innovation (BI) Australia, formerly known as Fuji Xerox Australia, is embracing a bold transformation aimed at addressing the evolving needs of modern businesses. The company is stepping away from its traditional focus on document solutions, graphics, and printing, to deliver a broader range of integrated business services. This strategic rebranding reflects the company’s shift to meet the increasingly complex demands of the digital landscape.
As part of this transformation, FUJIFILM CodeBlue Australia and FUJIFILM Upstream Solutions will now operate under new names: ‘FUJIFILM IT Services’ and ‘FUJIFILM Process Automation,’ respectively. This change aligns with the company’s streamlined, client-centric approach to offering digital solutions.
The transformation follows a series of important acquisitions, including Upstream Solutions in 2010, CodeBlue Australia in 2020, and MicroChannel globally in 2023. These acquisitions have expanded FUJIFILM BI Australia’s digital capabilities, fostering deeper collaboration across all Fujifilm Group entities in Australia, such as FUJIFILM Australia, FUJIFILM MicroChannel, and FUJIFILM Data Management Solutions.
At the heart of this transformation is a renewed focus on meeting client needs. By combining consulting expertise, managed IT services, process automation, and advanced communication solutions, FUJIFILM BI Australia aims to empower organizations to simplify operations, boost efficiency, and stay ahead in a rapidly changing, digital-first world.
Stephen Sims, Chief Customer Officer, shared, “In Australia, FUJIFILM BI Australia is leading a global movement. Our evolution is not just a rebrand—it’s a commitment to helping our clients simplify, integrate, and future-proof their operations. We endeavour to enable businesses to work smarter, faster, and more seamlessly than ever before.”
Yasuyuki Matsumoto, Managing Director, added, “This marks a new era for FUJIFILM BI Australia. By combining our consulting expertise, technology, and managed services, we aim to provide an integrated approach to digital transformation. Our clients demand a trusted partner to navigate complex challenges, and we believe we are uniquely positioned to deliver real impact.”
To promote this new direction, FUJIFILM BI Australia will launch a national Go-To-Market campaign titled ‘Work Happily Ever After,’ beginning Monday, March 10, 2025. The campaign will feature mass out-of-home media and customer journey touchpoints, reinforcing the company’s commitment to redefining business in a digital-first world.
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